On Amazon, certain periods generate spectacular spikes in sales and represent ideal opportunities for forming partnerships. But do you really know when to propose a collaboration for it to have the most impact? Between Prime Day, Black Friday, and Christmas, each event has its specifics and its timeline. For influencers and external partners, choosing the right moment can make all the difference in a seller’s response. Discover in this article the key periods to target and how to adapt your strategy accordingly.
The major sales periods to target
On Amazon, certain periods concentrate a major share of the annual revenue. For influencers and content creators, these peak times are privileged occasions to propose strategic collaborations. However, it is essential to know their timing and adapt your proposal accordingly.
Prime Day (July)
Launched by Amazon in 2015, Prime Day has become an unmissable event. Held every year in July (and sometimes in October for a bonus edition), it is exclusively reserved for Amazon Prime members. In 2023, Prime Day generated over 12.7 billion dollars in global sales according to Adobe Analytics.
For influencers, this is the ideal time to:
- Target sellers with products already well-positioned,
- Propose content focused on “good deals” or “top of the year”,
- Anticipate by sending proposals by the end of May or early June.
Black Friday & Cyber Monday (November)
Traditionally positioned at the end of November, these two days concentrate a colossal volume of sales, often in preparation for Christmas. Sellers invest significant marketing budgets in these events.
This is the perfect time to:
- Provide rapid visibility to a product through a short campaign,
- Highlight comparative content or purchase recommendations,
- Propose collaborations as early as October to integrate into sellers’ schedules.
Christmas and year-end holidays (December)
December remains a period of high activity with an increased search for gift ideas. Brands need emotional, inspiring content suited to the festive universe.
To maximize impact:
- Focus on lifestyle formats, gift lists, or family content,
- Send your proposals by early November at the latest,
- Highlight user experience in your publications.
Winter and Summer Sales
Although less highlighted on Amazon than on other e-commerce platforms, sales remain interesting for clearing stocks. They can represent an opportunity for low-cost collaborations, particularly:
- For “good deals” or “mini-price discoveries” content,
- In January and July.
Back-to-school and product launches
Finally, certain slots are linked to specific consumption cycles:
- Back to school (August/September) for stationery, tech, or organization products,
- Tech or beauty product launches throughout the year.
Stay attentive to trends and anticipate seasonal demands to propose relevant campaigns.
Adapting your strategy for each period
Identifying the key moments on the Amazon calendar is essential, but it is also necessary to adapt your strategy to derive real advantage. Each period requires a specific approach, both in the tone of the content and in the timing of the proposal.
Anticipate your efforts
Sellers plan their campaigns several weeks in advance. Therefore, it is advisable to:
- Send your proposals 4 to 6 weeks before the event,
- Present concrete ideas, with formats, themes, and dissemination scheduling.
Well-managed anticipation increases your chances of being selected.
Align your offer with sellers’ objectives
During peak sales, sellers seek to:
- Gain visibility against competitors,
- Obtain customer reviews,
- Rapidly test products.
Propose content oriented toward conversion and brand awareness, depending on their priorities.
Leverage the right tools
Plugins like SellerData allow you to identify active sellers on Amazon marketplaces and access their contact details directly. This speeds up targeting and improves the relevance of your approaches.
By choosing the right moment and adjusting your message, you significantly increase the impact of your collaboration proposals.
